John Boyega and Ridley Scott star in this ad encouraging you to 'get lost' at the cinema

Jake Scott directs his father in spot by Joint for U.K. movie theater chain Vue

Published On
Jan 10, 2020

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Finding mindful activities as a relief from the stresses and information overload of modern life is emerging as something of a theme in 2020: already we've seen ads from Audible telling us to take refuge in audiobooks and the National Trust encouraging us to find our calm in nature.

Now a spot from U.K. movie theater chain Vue informs us of another way to remain focused and centered—by heading to the cinema.

The spot is narrated by "Star Wars" actor John Boyega, and features a cameo from him as well as from  Ridley Scott (it's actually directed byhis son Jake Scott, via RSA, for creative agency Joint London). In it, we see people going about their lives glued to their phones, photographing their every activity while Boyega tell us that "stories" can be "broadcast to the whole world from the palm of your hand." 

As we see people watching these tales on TV, tablets and phones, the message soon becomes clear—it isn't just about the power of stories—it's about the impact of viewing them on the big screen. Martin Scorsese would definitely approve.

The first ever brand film for Vue, it's rolling out across social media and OOH during January, a key month for cinema viewing in the U.K. 

"It’s never been more important to find time to switch off from the incessant distractions of the modern world—and to get lost in a great story," Jake Scott commented in a statement. "I really believe in the power of cinema and the collective experience and so do Vue. They offer a sanctuary from the modern world: a place to enjoy great stories told by brilliant filmmakers.”

 

Credits

Date
Jan 10, 2020
Client :
Vue
Agency :
Joint-London
Production Company :
RSA Films
Director :
Jake Scott
Producer :
Garfield Kempton
Director of Photography :
Mark Patten
Editing :
Final Cut
Editing :
Dan Sherwen
Sound :
Factory
Sound :
Phil Bolland
Music :
Machine
Music :
Alex Bingham
Music Producer :
Matej Oreskovic
Post-Production/Visual Effects :
Electric Theatre Collective
Colorist :
Luke Morrison
2D Lead :
Giles Cheetham
2D Lead :
Dean Robinson
2D Artist :
Ozgur Taparl
2D Artist :
Tomer Epshtein
2D Artist :
Flavio Kawamoto
2D Artist :
CJ Gaikwad
3D Artist :
George Savvas
3D Artist :
Felix Chan
3D Artist :
Jake Cross
DMP :
Rich Tilbury
AFX :
Dexter George
AFX :
George Dyson
AFX :
Matt Clugston
AFX :
Matthew Rowley
Producer :
Antonia Vlasto

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